We are excited and proud to announce the launch of our ‘StrollerPark’ retail concept in Dubai. Located in JustKidding’s Gold and Diamond Park outlet, the shop-in-shop offers new parents a unique and fun way to see, feel, test, and experience strollers of various well-known brands such as Bugaboo, Joolz, Stokke, Recaro, and Chicco.

The challenge
JustKidding, one of Skyne’s most long-standing partners, approached us to come up with a concept for a new shop-in-shop retail formula. The objective was ‘to create a unique spatial experience which will reach out to the broadest of audiences and will be more than worth a visit’.

Challenging the status quo
We were challenged to develop a strong brand experience for at least 16 different brands without losing unity and consistency. Therefore, we started by investigating the market and identifying similarities, differentiators, and opportunities in retail experiences. The conclusion of our research? ‘Dare to be different’ and make the stroller world exciting, rough, tough and fresh again.

From a bold statement to an even bolder idea
We decided to develop a retail concept that makes a strong and bold statement. Skyne’s Dennis de Rond explains: “The idea was to enlarge the most important and obvious features of strollers; which are mobility, flexibility, and fun. In a stroller shop, you expect to get demonstrations, and you will be able to check out some colors and materials. But we also focused on a more important customer need; to test the stroller to the max! We came up with an icon that connects with this way of thinking: a (st)roller coaster!”

This conceptual thinking allowed us to quickly come up with the new name ‘StrollerPark’ and an aligned identity which focuses on mobility, flexibility, and fun, yet with an urban vibe. Among others, we created business cards in the shape of amusement park tickets.

Long-standing partnership
Ben Boenk, CEO of JustKidding, is very happy with the new shop-in-shop concept: “Out of the three options Skyne presented this idea immediately stood out. It is truly iconic. Having a rollercoaster in a store which sells baby products is something people will talk about. I fell in love with the concept and wanted to implement it right away.”